Cheong Wa Dae Becomes a Cultural Heritage Visit Course... 'Pachinko' Kim Min-ha Appointed as Ambassador

On the 14th, at the Blue House State Guesthouse, Choi Eung-cheon, the Commissioner of the Cultural Heritage Administration, and actor Kim Min-ha, appointed as the promotional ambassador, posed together at the press conference for the Cultural Heritage Visit Campaign. [Image source=Yonhap News]

[Asia Economy Reporter Seomideum] The Blue House, which has returned to the people, will be used as a key venue for this year’s ‘Cultural Heritage Visit Campaign.’ Actor Kim Min-ha, who appeared in the drama 'Pachinko,' the virtual human triplets 'Ho, Gon, Haeil,' and pop art artist Hong Won-pyo will participate in the promotion.

The Cultural Heritage Administration and the Korea Cultural Heritage Foundation held a press conference on the 14th at the Blue House State Guest House in Jongno-gu, Seoul, announcing the start of the '2022 Cultural Heritage Visit Campaign.'

As in last year, 10 visit courses will be operated this year as well, and the Blue House, which was part of the Gyeongbokgung Palace rear garden area, is included in one of the courses called 'The Royal Road.' The Blue House, which opened on the 10th of last month, will also be used as a main event stage for this year’s campaign.

Choi Eung-cheon, head of the Cultural Heritage Administration, said, "There were many restrictions on face-to-face events due to COVID-19 over the past two years, but we tried to promote our cultural heritage through non-face-to-face methods." He added, "To communicate with the MZ generation, we utilized virtual humans (virtual influencers) for the campaign promotion and expanded the visit courses to include the Blue House."

Started in 2020, the 'Cultural Heritage Visit Campaign' is a brand project that rediscovers the value of Korea’s cultural heritage, which is gaining global attention, and promotes its beauty domestically and internationally. It operates 10 themed courses and 75 key points centered on World Heritage and Intangible Cultural Heritage, producing various content.

This year, with somewhat improved mobility conditions compared to the past two years of the COVID-19 situation, the campaign is composed of content that allows direct visits and experiences at cultural heritage sites. 'Korea On Stage,' commemorating Liberation Day on August 15, will be held at the Blue House. 'Korea On Stage' will showcase dazzling performances by artists representing various genres such as traditional Korean music and K-pop against the backdrop of the Blue House, promoting the beauty of Korean cultural heritage worldwide.

Actor Kim Min-ha, who played the lead role in the drama 'Pachinko,' is active as the promotional ambassador for this year’s Cultural Heritage Visit Campaign. Kim Min-ha visited Haeinsa Temple in Hapcheon, Gyeongnam, as part of the 'Temple Road' visit course, reflecting on the messages of ancestors through the Tripitaka Koreana. His journey is captured in the '2022 Cultural Heritage Visit Campaign Brand Video,' which will be released in the second half of the year. It will also be broadcast on large screens in New York’s Times Square.

The 'Life Shot Travel' video content, produced in collaboration with Ho, Gon, and Haeil, will also be unveiled. Ho, Gon, and Haeil visit Suwon Hwaseong on the 'Royal Road' course, Seongyojang in Gangneung on the 'Gwandong Pungnyu Road,' Hahoe Village in Andong on the 'Millennium Spirit Road,' and Byeongsan Seowon in Andong on the 'Seowon Road,' introducing ways to enjoy cultural heritage. This video will also be broadcast on the Times Square screen in New York.

At the press conference for the Cultural Heritage Visit Campaign held on the 14th at the Blue House State Guesthouse, after the unveiling ceremony of the collaborative work by artist Hong Won-pyo, Choi Young-chang, Chairman of the Korea Cultural Heritage Foundation (third from the left), Choi Eung-cheon, Administrator of the Cultural Heritage Administration, Ambassador Kim Min-ha, and artist Hong Won-pyo are taking a commemorative photo. [Image source=Yonhap News]

Designer Kim Ri-eul, known for designing costumes for BTS and Zico, also participated. The video featuring Korean-style costumes against the backdrop of the Baekje Historic Areas will be unveiled through outdoor advertising in Tokyo, Japan, in October. The works of pop art artist Hong Won-pyo, well known for the character 'Barabappa,' will be used in this year’s campaign planning works.

In September, a joint event using the Sea Train on the 'Gwandong Pungnyu Road' is planned in cooperation with Woongjin Foods’ Haneulbori and Korail Tourism Development. In October, a traditional royal confectionery (Gohojae) and traditional culture promotion event will be held jointly with the Korean Cultural Center in Japan in Tokyo.

The 'Cultural Heritage Visit Campaign' promotional center will be operated again at Incheon Airport. The promotional center, which operated for about three months from August last year, has improved its content and will welcome domestic and international tourists with immersive video exhibitions presenting the '10 visit courses' as digital video content and experiential facilities with realistic content. At Terminal 1 of Incheon Airport, Korean cultural heritage will be realized through AR (Augmented Reality), VR (Virtual Reality), and interactive content incorporating immersive technology.

Content linkage with local government festivals will continue. The 'World Heritage Festival' will be held from September to October in Andong and Yeongju cities in Gyeongsangbuk-do, Suwon Special City, and Jeju Special Self-Governing Province, featuring various contents such as performances, reenactments, exhibitions, and experiences centered on UNESCO World Heritage sites in Korea. The 'World Heritage Media Art,' which combines cutting-edge digital and IT technology with cultural heritage, will be held in the second half of the year in eight local governments: Suwon Hwaseong, Buyeo Busosanseong, Gongju Gongsanseong, Iksan Mireuksaji, Gochang Dolmen Sites, Yangsan Tongdosa, Hamyang Namgye Seowon, and Jeju Volcanic Island and Lava Tubes.